How Online Reviews and Product Information Are Fundamentally Changing Local Marketing

In a new book, “Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information.” Stanford professor Itamar Simonson and co-author Emanuel Rosen take a look at the impact that access to perfect information has on the way consumers make purchase decisions. The big finding is that more and more, the value of brand, and the type of awareness marketing aimed at keeping the brand top of mind, is quickly eroding…